What is localization? Definition and real-world examples

For global brands, effective communication across borders requires a deep understanding of the target audience’s language and cultural values. That’s where localization comes into play.

This guide will explain what localization is, why it matters to modern businesses, and how Smartling can help international organizations navigate the localization process.

What is l10n? The definition of localization

Localization is the process of adapting content to meet the needs of local markets. It’s often abbreviated as l10n (with 10 representing the number of letters between L and N). 

Unlike translation, which converts text directly from one language to another, localization adjusts aspects like tone, visual design, and user experience to make the content feel natural and authentic. This helps translated text resonate better with global audiences, driving stronger results.

When do you need localization?

A solid localization strategy is critical when entering foreign markets. It’s not enough to communicate with new audiences in their native language; content and products require linguistic adaptation to build deeper connections and establish the brand as trustworthy and relevant.

Consider these essential factors as you localize for foreign audiences:

Adapting linguistic and cultural nuances

Different languages and cultures require distinct messaging. Phrasing that works in one market may be ineffective (or even offensive) in another. Localization adapts tone, idioms, and cultural references to align with local expectations, helping brands connect with audiences and avoid linguistic missteps.

Translated text should feel personal and authentic to customers’ experiences. A well-localized campaign creates emotional resonance and long-term trust, improving engagement, conversion rates, and ROI.

Adjusting the user interface

User interfaces often need design tweaks for different languages. Text expansion in languages like German can significantly affect UI layout, while right-to-left languages like Arabic or Hebrew require mirrored designs. Native language usability is critical for a seamless user experience.

Localization efforts should also consider standards that are relevant to the target audience and adapt the UI accordingly. For example, date formats and currencies may vary between countries. 

Modifying visual elements

Colors and images often carry different meanings across cultures. Symbols, gestures, and photos of people or characters may need changes to better reflect local values and reference points.

For example, white is associated with brightness and purity in the West but is linked to mourning in some Asian cultures. The “thumbs up” emoji is widely acceptable in most regions, but it’s considered an obscene gesture in specific Middle Eastern and West African countries.

Handling regional variations

Even a single language may have significant regional variations. The Spanish spoken in Spain differs from Spanish in Mexico or Argentina, as does American English vs. British English. A one-size-fits-all approach risks alienating customers.

Localization services account for spelling, phrasing, local customs, and dialects to make content truly region-specific. Many organizations choose to maintain separate language locales in their localization workflows (e.g., “fr-FR” for French in France vs. “fr-CA” for Canadian French).

Addressing legal and regulatory compliance

Different locales may require specific disclosures, tax information, or security measures. Localizing terms of service, privacy policies, and product documentation is critical to staying compliant and avoiding legal complications.

For example, the EU’s General Data Protection Regulation (GDPR) differs from U.S. regulations in its required data-handling statements.

Safeguarding personal and geographical data

Regulations in international markets may require businesses to adjust how and where they store and manage data. Beyond strict adherence to the law, local data storage reduces the risk of breaches and unauthorized access, which can lead to severe fines and reputational harm. This is particularly important for sensitive information like PII, financial data, and intellectual property.

Localizing support and documentation

Customer support is just as important as the initial marketing push. Help pages, user manuals, onboarding guides, FAQs, and customer service interactions need translation and localization so target audiences can get assistance.

Localization vs. translation

Localization and translation are sometimes used interchangeably, but they’re distinct concepts.

• Translation converts text from one language to another while maintaining the original meaning.
• Localization adapts translated content with cultural and contextual nuances in mind.

Related concepts include internationalization (i18n), which prepares content for localization by designing systems that support multiple languages and formats, and globalization (g11n), the broader process of planning and implementing products for a global market.

As brands expand globally, linguistic assets like translation memory, glossaries, and style guides have become essential tools for maintaining consistency across both human and AI-powered translations. Smartling's free localization style guide template provides expert guidance in building your own style guides to help you maintain one brand voice across languages. 

Your localization strategy starts here.

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5 common applications of localization

Localization has wide-ranging applications across industries. Here are five areas where localization is mission-critical:

Software and apps

A localized user experience is essential when launching software or mobile apps in foreign markets. This includes adapting UX text, push notifications, and help documentation.

Smartling’s web and mobile app translation services provide fast, scalable solutions to help brands deliver high-quality localized experiences for global audiences.

Websites and e-commerce

Website localization is one of the most impactful ways to reach global audiences. Every detail contributes to trust and conversions, from localized landing pages and product descriptions to checkout processes and SEO.

E-commerce localization tailors currency, payment methods, promotional messaging, and customer reviews for local audiences. Smartling’s translation integrations allow seamless workflows with popular CMS and e-commerce platforms so you can manage high content volumes in multiple languages.

Video games

Video game localization includes changes to in-game dialogue, UI, and voiceovers. It often involves cultural adaptation of themes or visuals that may not translate well across regions. For multiplayer games, it can also include translating player interactions and moderating region-specific behavior or slang.

Localization ensures gameplay feels immersive and culturally appropriate, enabling more effective engagement with global audiences. Smartling supports software developers with game localization solutions and workflows to manage development, updates, and player feedback across international markets. 

Products

Some products and services need adaptation to better suit global markets. Product localization includes adjustments to packaging, manuals, warranties, and marketing collateral. 

This is especially critical in industries like electronics, pharmaceuticals, or food, where accurate translation of safety information, dosage instructions, or ingredients isn’t just helpful—it’s legally mandated. With Smartling’s platform, companies can automate and manage product-related localization at scale to guarantee accuracy and reduce time to market.

Marketing

Cultural nuances are particularly relevant in marketing content. From specific slogans to general tone, localized marketing must align with local sensibilities while preserving the brand’s voice. What resonates in one market may feel irrelevant or even alienating in another.

Brands use Smartling to help run multilingual marketing campaigns, using our best-in-class Translation Management System (TMS) to localize ad copy, social content, and more. Built-in QA tools and easy access to linguistic support materials like style guides help marketers deliver translated content that aligns with brand guidelines.

3 examples of successful localization strategies

Many industry leaders use localization to drive global success. Here are some examples to provide inspiration:

McDonald’s

McDonald’s is a leader in localization, and nowhere is this more apparent than on the menu. The fast food giant regularly adapts its food selections to meet the expectations of foreign markets, strengthening its global presence while fostering customer loyalty.

In India, where cows are considered sacred and much of the population avoids meat altogether, McDonald’s offers a beef-free menu with vegetarian options. German customers can order beer at select locations, and audiences in Singapore enjoy salted egg yolk fries.

Nike

Nike’s marketing campaigns promote the brand as a fashion statement and a lifestyle, regularly including collaborations with local sports celebrities to promote products. These relationships have helped Nike become a top brand for influencer marketing, with consistently high social media engagement.

Nike also tailors its retail experiences to each locale. Nike Live stores feature a neighborhood-centric, hyper-local concept designed to reflect the unique characteristics of the surrounding city through localized product offerings and community-focused events.

Coca-Cola

Coca-Cola’s famous “Share a Coke” campaign replaces the brand’s logo with popular names. This clever campaign encourages young audiences to seek out bottles with friends’ or family members’ names and engage via social media.

As Coca-Cola rolled out this campaign globally, they selected names relevant to each region to better resonate with local audiences. Some locales posed unique localization challenges, such as China, where referring to someone by their first name may seem overly familiar. Here, Coca-Cola adapted the campaign to use popular nicknames and playful expressions that translate to terms like “bestie” and “classmate.”

Unlock global growth with Smartling

Localization is the key to success in new markets. By adapting content for different languages and cultural contexts, brands can create meaningful connections with global audiences and build customer trust. 

Smartling leads the industry in translation technology, with cutting-edge solutions that make translation more efficient and effective than ever before. With translation services that range from entirely AI-powered workflows to expertly delivered translations by human linguists, Smartling helps brands localize without compromising on cost, quality, or speed. 

Need to localize your brand but not sure where to start? Download Smartling's free localization style guide template for expert guidance in building this  quintessential assets to support your localization efforts.